Flash of Genius: Gucci’s First Mobile Site

ByHoma Zaryouni ·

7 May 2014

Gucci launched its first mobile site in February, testing it briefly in the U.S. before extending to 26 Europe and Asia Pacific countries. In just three months of testing, the new mobile site boosted mobile conversion rates by 70%. Mobile accounted for 13% of sales during that time period, justifying the investment.

Unlike many brand mobile sites, Gucci’s – featured in L2’s Intelligence Report: Mobile – prioritizes visuals over utility. The landing page features large product images, which can be tapped to bring up am entire category collection. Product images are swipeable, and some show styled mannequins incorporating the items in a look. Utility is not completely ignored; each product page has a “Find in Store” or “Order By Phone” option.

The mobile site also replaced Gucci’s iPad site, which had not been updated since 2010. The new site now accounts for 27% of Gucci’s total traffic (which has grown by 150% from the previous year) proving attention to style can go a long way.